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The Straight-To-The-Point Guide For Google Ads Keyword Planner (2021)

By James Warwick, 30 December 2020

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Read time: 6 minutes

What is the Keyword Planner Tool?

Google’s Keyword Planner is designed for PPC Marketers to conduct advanced keyword research. The tool gives a fantastic insight into related keywords within an industry, the auction/bidding history and, search volume.

This type of data is crucial for running successful insight-driven PPC marketing campaigns. Without it, you might as well be shooting in the dark with your wallet.

Where To Find The Keyword Planner?

One of the best parts of the Keyword Tool is it is free to use for everyone.

However, in order to gain access to it, you need to have created a Google Ads account. You can find out how to do this in our blog here – How To Create A Google Ads Account in 2021 (Easy Guide).

Now once you have set up your Google Ads account, log in. In the right-hand corner, you will see a wrench icon labeled Tools & Settings. Click this and a drop-down menu will appear revealing a wide range of tools.

As you can see in the image below (circled red), on the left-hand side you will find the header Planner under this list is the Keyword Planner tool.

Discover New Keywords

If you’ve clicked on the Keyword Planner tool two options will appear for you. Discover New Keywords & Get search volume and forecasts.

In this guide, we’ll focus on Discover New Keywords. (Search Volumes and Forecasts are less accurate and thus less useful).

Discover New Keywords. It does what it says on the tin. This option is designed to help you find keywords to add to your list. So if you are struggling to bulk-up your keyword list, then this should solve your problem.

Ideally, you will have already done some research on what people are searching for in your industry. In the search bar (circled in red below), you will want to type in a relevant search term. For example, if you are a plumber you may search “Plumbing services near me” or if you sell candles maybe try “aromatherapy scented candles”.

It’s important to think carefully about what you type here as this will dictate the insights Keyword Planner delivers. If you’re stuck on what to type then try searching for words or phrases related to your products or services.

You can also enter your domain or a relevant website in the field below the search option (circled blue). This will generate a list of relevant keywords to that particular domain. This can be useful when first creating a broad keyword list.

Add multiple search terms at a time by putting a comma after each phrase & hitting enter.

Researching Keywords

Now hopefully at this point, you have searched for a relevant term for your industry, service, or product. Once you’ve clicked ‘Get Results’ you’ll be greeted with a table of results.

This might look confusing or overwhelming but don’t worry, I’ll explain the main parts you need to focus on.

Firstly, at the top left of the table, you will be able to add filters. This enables you to really streamline your results to the most useful data you need.

Secondly, you will see the different headers for each column. You can in fact hover over each one to reveal an explainer box. If you click on the header it will automatically sort the table from highest to lowest & if you click once more then it’ll be sorted lowest to highest.

The top of the page bid can be a bit confusing but effectively Google bases these figures on historical data for that particular keyword. You want to look at both the low and the high and find the average. You can use this average number as your starting point for that keyword when creating your PPC Campaign.

Now, you will see the checkboxes on the left to add the keywords you want. However, we recommend exporting the list into Google Sheets and removing the keywords you don’t want in the spreadsheet, and then adding the list to the campaign later when you are ready. You can download the results by clicking Download Keyword Ideas in the top right-hand corner.

That’s It!

Straight to the point showing you the useful aspects of Google Ads Keywords Planner Tool.

I hope the above article has been useful to any business considering the benefits of PPC or Google Ads for their customer acquisition.

If there’s anything I’ve missed or if you have any questions, please get in touch and I’ll be delighted to assist. I can be reached on my direct email at

James joined Proven Concept in 2019 following a successful period as a trained journalist with the BBC and a marketer with The Goodwood Festival. His previous experience has equipped him with industry-leading creative and copywriting skills which sets him apart in managing effective and profitable client accounts. A self-confessed weather geek, James also created and manages a social media brand @UKWeatherLive, actively updating and engaging 15k followers online.